H&M x Margiela’s Silent Protest

In America, we’re accustomed to advertising as a means of getting the word out about a certain new venture. Our attention would surely be drawn to an unconventional means of promotion.

Well, Maison Martin Margiela and H&M did just that this weekend. As a means of promoting their new collaboration (which goes on sale, in stores on Thursday) the designer duo staged a silent protest in cities such as Paris, Hong Kong and San Francisco.

What do you think? Innovative or unnecessary? From a business perspective, is this smart?